A discourse analysis of advertisements in english and vietnamese on the internet

luận văn

MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF DANANG

-
-

ĐỖ VÂN ANH

A DISCOURSE ANALYSIS OF

ADVERTISEMENTS IN ENGLISH AND

VIETNAMESE

ON THE INTERNET

Subject area: THE ENGLISH LANGUAGE

Code : 60.22.15

M.A THESIS IN THE ENGLISH LANGUAGE

(SUMMARY)

Danang – 2012

The thesis has been completed at the College of Foreign Languages,

Danang University

Supervisor: NGŨ THIỆN HÙNG, Ph.D

Examiner 1:

Examiner 2:

The thesis to be orally defended at Examining Committee

Time:

Venue: Danang University

The original of this thesis is accessible for purpose of reference at the -

- Information Resources Centre, Danang University

- College of Foreign Languages Library, Danang University

CHAPTER 1 INTRODUCTION 1.1 RATIONALE

Language is used as a tool to transmit messages and to

communicate our feelings whether in form of words, gestures or

voices All languages rely on the process of semiotics to relate a sign

with a particular meaning Obviously, we use signs to describe and

interpret the world around us

Discourse analysis in advertising focus not only on language

alone In a sense, language shouldn’t be treated as an isolated

object, but in good consideration of context

Nowadays, advertising on the internet is becoming very

familiar to us Different from print ads, advertising on the internet has

its own characteristics

(1) Nha Khoa Lan Anh Chuyên về phục hình răng, răng sứ và

chỉnh nha Trang thiết bị hiện ñại, ñiều trị nhẹ nhàng và

chuyên nghiệp Tư vấn tận tình qua hotline 0917 463468

(3) Vacations are better when you book with an expert

170 locations to choose from

Celebrating 60 Years Liberty Travel American’s vacation

Experts 877.458.3838 Learn more

From the instances of advertisements above, we realize that

language used in ads on the internet has some differences in

comparison with other ads, for example, the use of such words as:

“hotline” or “learn, click…” the stylistic devices and the combination

of music, language, and pictures For this reason, I wish to carry out

my research on the topic “A Discourse Analysis of Advertisements in English and Vietnamese on the Internet”

1.2 AIMS AND OBJECTIVES 1.2.1 Aims of the Study

This research aims to analyze the discourse features of advertisements in the perspective of semiotics and discover the effects

of the combination of music, language and pictures in the success of

an advertisement

1.2.2 Objectives of the Study

- To describe the communication functions and the stylistic devices of advertisements in English and Vietnamese on the internet

- To find out the effects of the combination of language, music and pictures in advertisements

- To suggest some implications for teachers and learners of English

1.3 SCOPE OF THE STUDY

- Some discourse features of advertisements in English and Vietnamese are analyzed in the perspective of Semiotics

- The focus of this thesis is put on the application of communication functions of Jakobson, the stylistic devices to achieve these functions, and the effects of the combination of language, music and pictures in advertisements

1.4 RESEARCH QUESTIONS

1 What are the communication functions and stylistic devices used in advertisements in the two languages?

2 What are the effects of the combination of language, music,

and pictures in an advertisement?

3 What are the similarities and differences of communication

functions and stylistic devices between English and Vietnamese

advertisements?

4 What are some possible suggestions for teaching and learning

in both languages?

1.5 SIGNIFICANCE OF THE STUDY

The study is just an attempt to consider the effects of

advertising under the perspective of semiotics

1.6 ORGANIZATION OF THE STUDY

Chapter 1: Introduction

Chapter 2: Literature Review and Theoretical Background

Chapter 3: Methods and Procedures

Chapter 4: Findings and Discussion

Chapter 5: Conclusions and Implications

CHAPTER 2 LITERATURE REVIEW AND THEORETICAL

BACKGROUND 2.1 LITERATURE REVIEW

Up to now there have been a lot of books in which discourse and discourse analysis are mentioned by well-known scholars such as Halliday and Hasan (1976) with “Cohesion in English”, Brown and Yule (1983) with “Discourse Analysis”, Cook (1989) with

“Discourse”, Nunan (1993) with “Introducing Discourse Analysis”, Joan Cutting (2002) with “Pragmatics and Discourse” In Vietnamese, [30], [36]

Besides, in advertising field, a number of books and related studies in English and Vietnamese have been conducted See more in [5], [11] , [15], [16], [21]

2.2 THEORETICAL BACKGROUND 2.2.1 Discourse and Discourse Analysis

2.2.1.1 Concepts of Discourse

The concept of “Discourse” is regarded in this thesis as:

- Discourse is language in use for communication

- Discourse is a language unit which has meaning unity and purpose

- Discourse can be constituted by the combination of many sentences In English [4], [6], [18], [24]

2.2.1.2 Discourse Analysis

Brown, G and Yule, G [2, p.1] suggests that the analysis of

discourse is, necessarily the analysis of language in use [17], [26]

2.2.2 Overview of Advertising on the Internet

2.2.2.1 Definition of Advertising

Especially, a definition given by Cook [5] states: “Advertising

means clearly identifiable, paid for communications in the media,

which aims to persuade, inform or sell But the world is also used to

cover a much broader range of activities – from design to public

relations- by what are often the same organizations, using similar

skills.”[11], [20]

2.2.2.2 Language of Advertising

Advertising is designed by the advertiser to be as interesting

and efficient as possible so that the target consumers will get

influenced at their first sight

2.2.2.3 Advertising on the Internet

Advertising on the internet can have different shapes and

sizes.they have their own strong points,i.e pictures move, music plays,

and language can be a combination of speech, song and writing

2.2.3 Concepts of Semiotics

According to Chandler, D [3, p.1], semiotics “is the study of

signs” Meanwhile Jakobson [3, p.8] defines semiotics as “the general

science of signs which has its basic discipline linguistics, the science

of verbal signs” More in [5]

2.2.4 The Communication Functions

Jakobson distinguishes six communication functions, each

associated with a dimension of the communication process

1 Referential (imparting information: emphasis on context) 2.Expressive (expressing emotional states: a cry, a sign: emphasis on addresser)

3.Conative (influencing behaviour: ordering, begging, emphasis on addressee)

4.Phatic (e.g Hello! establishing or maintaining social relationships emphasis on the contact)

5.Metalingual (referring to nature of the interaction: genre, emphasis code)

6 Poetic (focusing on textual features: emphasis on message) 2.2.5 Stylistic Devices

In the book entitled “Stylistics” [23, p.3], Richard, B says:

“Stylistics is the art of speech, an art concerned with the use of public speaking as a mean of persuasion” In the scope of this study, three

categories of stylistic devices are discussed namely: parallelism, repetition and rhyme

2.2.4.1 Parallelism

According to Cook [4, p.15], parallelism is “a device which

suggests a connection, simply because the form of one sentence or clause repeats the form of another This is often used in speeches, prayers, poetry, and advertisements It can have a powerful emotional effect” Instances adapted from [10]

2.2.4.2 Repetition

Repetition, either in the form of sound or pattern, can constitute

an effective technique of memorizing particular statements [10]

2.2.4.3 Rhyme

By Wikipedia (last modified on 24 June 2012 at 14:02.), in the

general sense general rhyme can refer to various kinds of phonetic

similarity between words, and to the use of such similar-sounding

words in organizing verse

CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY 3.1 RESEARCH DESIGN

The thesis design was based on the combination of both descriptive and explorative approaches A contrastive analysis was conducted with English as L2 and Vietnamese as L1

3.2 DATA COLLECTION 3.2.1 Sampling

After observing many ads, we picked out about 200 particular advertisements in English and Vietnamese on the internet (100 for each), and focused on finding the effects of the combination of language, music and pictures in these advertisements

3.2.2 Procedure 3.2.3 Instruments: The study employed the Google engine for

searching the samples of ads online in English and Vietnamese

3.3 DATA ANALYSIS 3.4 VALIDITY AND RELIABILITY

CHAPTER 4 FINDINGS AND DISCUSSIONS 4.1 COMMUNICATION FUNCTIONS USED IN ADS IN

ENGLISH AND VIETNAMESE ON THE INTERNET

4.1.1 Referential Function Factors in Advertisements

4.1.1.1 Introducing the Existence of a Particular Product

The advertisement has some texts that provide descriptive

information about the product From the function of informing, the

name of the brand is very important Therefore, the name of the

product or service is usually at the beginning of an ad

(7) Riverton Chevrolet

Internet shoppers pay less We always have the best prices on

Pre-Owned inventory Click here

4.1.1.2 Presenting the Merit/Value of a Particular Product

(15) Business banking should make Banking easier

Home Federation bank You’ll know You’re home

Learn more

It is the referential function that helps advertiser

reinforce the brand’s name and image to the public

4.1.2 Expressive Function Factors in Advertisements

The second function refers to the addresser and his or her

emotions Among such elements are interjections, such as “ah!”

conveying surprise, delight, or fright, and “oh!” conveying dismay,

sadness, or pain Another means of communicating expression is the

use of imperative and subjunctive moods of verbs

(26) Bạn muốn ghi lại những khoảnh khắc “wow”

Và chia sẻ trên facebook ngay lập tức?

Trúng máy ảnh Samsung Dv300S mỗi tuần một lần khi tham gia cuộc thi “Chia sẻ khoảnh khắc wow”

Gọi ngay ñội wowteam cơ ñộng.0902.67.67.43 Chụp là

“wow” Chạm vào là chia sẻ

the word “wow” was used in order to show a feeling of excitement and surprise Viewers can see a beautiful girl Her hair is

up, which denotes positive feelings.Life becomes easier when you choose Samsung smart Camera

4.1.3 Conative Function Factors in Advertisements

4.3.1.1 Conative Function Factors that Get the Audience to Take or Buy a Product in a Direct Way

(32) Mở tài khoản tại VIP Miễn phí rút tiền tại ATM của tất cả các

ngân hàng

Mở tài khoản tại VIP Giao dịch dễ dàng qua Mobile banking 24/7

Mở tài khoản tại VIP Cơ hội sở hữu trọn bộ Apple

In (32), the imperatives were made with an illocutionary force aiming at a direct influence on the audience‘s decision to buy something

4.1.3.2 Conative Function Factors that Get the

Audience to Take or Buy a Product in an Indirect Way

Ccustomers are requested to experience the qualities or

characteristics of the product in terms of expressing the distinctive

merit or value of a product

(34) Free yourself from glasses and contact lenses with laser eyes

surgery from Ultralase.Start wiping Ultralase

Experience life without glasses Click to win free treatment

Apart from the use of imperative sentence, advertisers also

pay attention to the pictures In (34), a girl with glasses appears Then

a hand with cloth wipes away everything This message means that

you can change your life by having laser eyes surgery from Ultralase

4.1.4 Phatic Function Factors in Advertisements

The Phatic function of language is that which keeps the

channel of communication open By this function, advertisers want to

start a story or a reason to buy a product

(44) Announcing the first nonstop service from Boston to Asia

Boston-Tokyo nonstop Welcome aboard Book now

Japan airlines

In (44), greeting words like “welcome” was used to establish communication Therefore, the contact between advertisers and

viewers was prolonged 4.1.5 Metalingual Function Factors in Advertisements

The “metalingual function” is used whenever the addresser and the addressee need to check whether they use the same code and when the language is used to speak about language

(52) Who looks out for long island business? The long Island

Association

The long Island Association Advocacy Networking Benefits LIA Long Island Association Leading long island Learn

more

In (52) “LIA” was illustrated by The long Island Association

4.1.6 Poetic Function Factors in Advertisements

The poetic function aims towards message and focuses on the message for its own sake This function is used to please the senses of addressees Therefore, in advertisement, metaphor, rhythm, balance and contrast of sentences, clauses, phrases and words… also play their part in the success of an ad

(59) Water the family tree The Florida Keys & Key West Come as

you are

In (59), “water the family tree”, the word was used metaphorically to emphasize a need for a relax

4.2 STYLISTIC DEVICES OF ADVERTISEMENTS IN ENGLISH AND VIETNAMESE ON THE INTERNET

4.2.1 Rhyme

When looking at advertisement on the internet, we have found

out the rhyme between the words at the end of one line with that in the

next line

(67) 22 Coolpix, at the heart of the image

I am an innovative sensor

I am the light keeper

I am a Coolpix S9300

I am a Nikon

Learn more

The rhyme was applied right in the same line in Vietnamese

ads on the internet, normally in the slogan Slogans in Vietnamese ads

were structured with two segments each of which correlated to each

other in the same line

(69) Con bò cười khuyến mãi ñặc biệt Mua nhanh tay tiết kiệm

ngay 2000ñ

4.2.2 Parallelism in Stylistic Devices of Advertisements on

the Internet

4.2.2.1 Parallelism in English Ads at Sentence/ Clause Level

Table 4.10c Parallel structure of English Ads on the internet

(Unlimited love) (is) (listening to across country rock show)

(Unlimited love) (is) (an authentic Beats audio experience)

4.2.2.2 Parallelism in English Ads at Phrase Level

Rhyming []

Rhyming [ə]

(77) Stop scrolling Stop searching Start watching Get TV weekly

magazine TV the finder

Table 4.10d Parallel structure of English Ads on the internet

V(bare infinitive) V-ing

4.2.2.3 Other Structures of Parallelism in English Ads on the Internet Table 4.10h Parallel structure of English Ads on the internet

(Gear that inspires you) (to seek) (new adventure) (Gear that inspires you) (to blaze) (new trails) (Gear that inspires you) (to share) (new memories) (Gear that inspires you) (to share) (your stories) (Gear that inspires you) (to make) (new friends) (Gear that inspires you) (to set) (new goals) (Gear that inspires you) (to explore) (Ø)

4.2.3 Parallelism in Vietnamese Advertisements

Parallelism is found quite popular in Vietnamese ads Like English advertisements, parallelism at phrase level occurs more frequently

Table 4.11a Parallel structure of Vietnamese Ads on the internet

(Dưỡng Can Linh) (trị) (mụn) (hiệu quả)

(Ø) (làm mờ) (vết thâm) (Ø)

4.2.4 Repetition in Stylistic Devices of Advertisements on

the Internet

(90) Viet Capital CTCP quản lí quĩ ñầu tư chứng khoán Bản Việt

Một trong những công ty quản lí quĩ hàng ñầu Việt Nam

CTCP chứng khoán bản Việt Giải thưởng nhà tư vấn phát

hành vốn chứng khoán tốt nhất Việt Nam Top 10 công ty

chứng khoán hàng ñầu

In (90), the words of the brand’s names were repeated to

create a rhyme with alliteration, so consumers could easily remember

the product and the quality

4.3 THE COMBINATION OF MUSIC, LANGUAGE,

PICTURES AND WORDS IN ADVERTISING

4.3.1 Music, Pictures and Words in English Ads on the

Internet

Let us look at the ad for Love- Chloe perfume [43]

(93) Song words Pictures

SCENE ONE: IN AN APARTMENT

MUSIC CASUAL AND FREE SPIRITED

Hi yeah… saw you last 1 A girl is about to go out She doesn’t

night forget to wear a kind of perfume

named Love- Chloe When I saw you last night 2 She looks at herself in the mirror

with great confidence before leaving a luxury apartment

SCENE TWO: IN THE STREET MUSIC SPEEDS UP AND MORE UP BEAT

I could easily see 3 The girl walks down the street

and then she drives a fashionable sport car and she looks at herself in the mirror

of the car

SCENE THREE: IN A FANCY RESTAURANT AND BACK TO HER

APARTMENT MUSIC BUILDING TO A CLIMAX WITH CONTENT RESOLUTION

She can’t love ya 4 She walks into a restaurant,

expressing a feeling of self confident and attractive and then she walks back home

in a happy sense

4.3.3 Telling Tales in Ads: Music with Pictures and Talk

Let’s look at the instance below for Nissan [45]

1 A woman is in the bathroom, she

is looking at a pregnancy stick test and smiles

2 She walks back to the bed room

Her husband is working on the computer She informs him the news with great joy: “It’s positive”

3 The man looks shock with the Sudden news and asks her

“Positive?”

4 “We are having a baby”, she said

Then he holds her in his arms It seems like an epiphany hits his head

5 He walks to the yard where he parks his car He looks carefully at his car

Music played Now when I was a little boy 6 He touches the car and looks

inside it

at the age of five,

I had somethin’ in my pocket

7 He tries to enlarge the back of the car

Keep a lot of folks alive 8 He drags the tire Now I’m a man

Made twenty-one, You know baby,

9 He shows the trade mark of Nissan

We can have a lot of fun 10 He pulls so strongly that he falls

backwards I’m a man

I spell m-a-n man

11 He stands up and takes dirt off his clothes

Talk “We can have a baby Nissan Maxima The forward sponsored